Brands engaging in content marketing should not neglect the power of video, especially with social media. Video content is a great way to improve SEO, and offering user-generated video material can not only engage customers and interested prospects, but gain legitimacy on social media platforms. The power of crowdsourcing, especially with social media, can create high quality videos. Customers increasingly favor video advertising, according to ClickZ, and are more likely to trust media from peers. These trends point to an opportunity for marketers.
Inviting social media users to create video content can increase a brand's online fan base as well as save on advertising and production costs. Encouraging fans to vote for their favorite video can also drive engagement and ensure content remains curated by the brand itself to the degree necessary to maintain a consistent image.
Creating clear expectations for user-generated video content is also important. By making a simple list of what the brand is looking for in a crowdsourced video, marketers can ensure that the content they receive will be on-message and relevant. It is also helpful to make visual assets, such as company graphics, available to users who are creating video material in order to give something of a consistent look to what may be a disparate collection.